Latest Stories

Tiger Airways pounces on niche PH markets


OLIVE Ramos, president and CEO of Tiger Airways Philippines

With the Philippines poised to become the next tiger economy, regional low-cost carrier Tiger Airways is anticipating more demand for flights connecting the country to its Asian neighbors and even beyond. “It’s a niche we are eager and equipped to serve,” newly-appointed president and CEO Olive Ramos says in an interview.

Eager to open up new routes in the country, Tiger Airways will make its formal debut as Tiger Airways Philippines on July 10.

“Tiger Airways is the leading airline and travel partner connecting people across Asia Pacific. It is a distinguished regional brand that differentiates itself in terms of safety and reliability,” Ramos says.

As to how Tiger Airways can open up passengers’ minds about trying out a new entrant in the Philippine market, Ramos says, “We have a small fleet of five aircraft, but that drives us to establish fundamentals first before moving to next level, that is, growing our fleet.”

NEW plane to debut on July 3 as Tiger Airways Philippines

Ramos says she monitors the performance of the Tiger Airways fleet with daily reports on on-time performance as well as delays. “I get a test message right away when any of our flights are delayed, and one of my first questions is: what help do you need? We value transparency and those who report delays and such will not be punished for being open. We focus on corrective action, not punitive action,” Ramos said.

Passengers are often stressed by the traffic, long lines, and waiting times at the airport, Ramos says, which is why Tiger Airways takes extra effort to make them comfortable and put their mind at ease. “On Time Performance is important to us, but we do recognize their are some variables that are non-controllable, such as immigration and airport congestion. These things we communicate readily with passengers. For the controllable variables such as maintenance and staff, we have a rigid process for deploying aircraft on time and we have good partners in repairs and maintenance,” Ramos says.

RAMOS (center) with flight crew of Tiger Airways Philippines

It may be unavoidable to have to deal with a demanding and/or dissatisfied customer now and then, but Ramos says staff are trained to communicate with them and treat them well. “If there is more than three hours delay, we give them food, and one proven and tested formula to ensure the cabin crew treat passengers well is to treat the crew well. More than the salary—though I would say we pay a little above market— our staff can count on us to care about them and to treat them as professionals,” Ramos says.

Together with the Filipino personnel’s warm and hospitable traits, the airline will be “the one to beat” in the coming years, Ramos says.

And right after the debut of its Philippine brand, Tiger Airways is opening a pioneering Singapore-Kalibo flight on July 18, 2013. This will allow travellers to go straight from morning meetings in Singapore to an all-night beach party in Boracay without having to make a stopover in Manila or Clark.

This route, Ramos says, is for business people making a quick getaway, for overseas workers in Singapore vacationing with their friends and family for the weekend, and for Filipinos who want to go from beach partying to shopping in Singapore. And why not, with consumer spending soaring in this investment-grade, increasingly affluent economy?

“Boracay is where tourists can really let their hair down in a party atmosphere. Those who want something different from the more typical, meditative beach atmosphere are really attracted to Boracay,” Ramos said. “It’s just one of many niche markets we can serve.”

Follow Us

Follow us on Facebook Follow on Twitter Follow on Twitter

Recent Stories:

Complete stories on our Digital Edition newsstand for tablets, netbooks and mobile phones; 14-issue free trial. About to step out? Get breaking alerts on your mobile.phone. Text ON INQ BREAKING to 4467, for Globe, Smart and Sun subscribers in the Philippines.

Tags: Air Transport , budget airline , Philippines , Tiger Airways

  • Darryl Wilson

    “If there is more than three hours delay, we give them food…” That is an absolutely misleading statement. The CEO is trying to use that as a competitive advantage to distinguish her airline from the service of other airlines. But the TRUTH is that the Philippine Air Passenger Bill of Rights REQUIRES all airlines to offer food as compensation if flights are delayed 3 hours or more. That means Tiger Airways is not doing anything special for customers but merely complying with what is already set as law!

  • raquel fausto

    Go Tiger Airways! This is a new beginning. Show them what true employee care and true customer service is all about.

  • rem1911

    Tiger and their affiliate SEAAIR is one of the worst airline (yes worst than Cebupac) there are a lot of pending cases against them In CAB… They should improve their service….

  • http://www.businessinsider.com/the-art-of-war-sun-tzu-2011-5?op=1 Sun Tzu

    To Ms. Olive Ramos, first priority of yours is to make the website for Tiger Philippines very user friendly for us. As much as we hate cebu pacific, we have to admit that their website is very easy to use. Hope you spend more time and money to fine tune your website so that you can have more clients. We as consumers really want to have an alternative choice budget airline and not tied up with cebu pathetic.

Copyright © 2014, .
To subscribe to the Philippine Daily Inquirer newspaper in the Philippines, call +63 2 896-6000 for Metro Manila and Metro Cebu or email your subscription request here.
Factual errors? Contact the Philippine Daily Inquirer's day desk. Believe this article violates journalistic ethics? Contact the Inquirer's Reader's Advocate. Or write The Readers' Advocate:
c/o Philippine Daily Inquirer Chino Roces Avenue corner Yague and Mascardo Streets, Makati City, Metro Manila, Philippines Or fax nos. +63 2 8974793 to 94


  • US teacher fired over comment on black president
  • Magnitude-7.5 earthquake shakes Mexican capital
  • Title of new Hillary Clinton book: ‘Hard Choices’
  • Filipinos, Dutch re-enact crucifixion of Christ
  • 14 killed in car bombing in Homs
  • Sports

  • Nadal ousted by Ferrer in Monte Carlo quarters
  • Pacquiao shorts in Bradley fight sold for P1.7M in LA auction
  • Ryu pitches Dodgers past Giants
  • Alonso sets the pace in Chinese GP practice
  • Heat seek Three-peat but Spurs, Pacers top seeds
  • Lifestyle

  • Levine designs womenswear with help from fiancee
  • Gabriel Garcia Marquez, Nobel laureate, dies at 87
  • Ford Mustang turns 50 atop Empire State Building
  • Pro visual artists, lensmen to judge Pagcor’s photo contest
  • ‘Labahita a la bacalao’
  • Entertainment

  • Myx TV premieres Asian American ‘docu-series’
  • A nutty finale for ‘Scandal,’ TV’s craziest show
  • EXO postpones release of mini album ‘Overdose’
  • ‘X-men’ filmmaker slams ‘fabricated’ sex attack claims
  • Singer Chris Brown’s bodyguard on trial in DC
  • Business

  • US commerce secretary spells out economic facet of ‘pivot to Asia’
  • Italy sells luxury state cars on eBay
  • Asian shares mostly up in quiet trade
  • Dollar up in Asia on US jobs data, Ukraine deal
  • Barbie doll has a problem
  • Technology

  • Nasa’s moon-orbiting robot crashes down
  • Netizens pay respects to Gabriel Garcia Marquez
  • Nokia recalls 30,000 chargers for Lumia 2520 tablet
  • Facebook rolls out ‘nearby friends’ feature
  • Netizens seethe over Aquino’s ‘sacrifice’ message
  • Opinion

  • Editorial cartoon, April 17, 2014
  • A humbler Church
  • Deepest darkness
  • ‘Agnihotra’ for Earth’s health
  • It’s the Holy Week, time to think of others
  • Global Nation

  • Las Vegas ‘Pinoy Pride’ fest hails Filipino heritage
  • Marking Jesus’ journey on Good Friday
  • Filipina accomplice arrested for fake bills in Malaysia
  • DoH denies Filipino nurse no longer positive for MERS virus
  • WHO warns vs spread of MERS-Cov, urges vigilance in taking precautions
  • Marketplace